A Golf Club’s Guide: Running a Profitable Flexible Membership Category

How Much Profit can be Made from 20 Flexible Members?

At PlayMoreGolf, we speak with golf clubs across the UK every week about launching or expanding their and running a profitable flexible membership category. These conversations often revolve around similar challenges: Are renewal rates down this year? Are you seeing more members leave than join? And crucially—what are you doing to grow your membership base?

These are important questions, particularly as clubs adapt to changing playing habits, rising operational costs, and underutilised tee times. Introducing a flexible membership may feel like a natural solution—but creating a profitable flexible membership category requires more than simply adding it to your list of options.

Why Managing Flexible Membership In-House Can Be Challenging

To succeed with flexible membership, clubs need more than just good intentions. Running a category like this effectively requires:

• A consistent, year-round marketing strategy
• The advertising budget to reach the right audience
• A process to manage, nurture, and convert enquiries
• Ongoing support for member queries and renewals
• Accurate payment processing and account management

That’s where PlayMoreGolf becomes an invaluable partner. We provide an end-to-end solution—handling everything from paid advertising and lead generation to member support and renewals. Our approach is designed to free up your time and resources while helping you build a profitable flexible membership that lasts.

What’s the Return on Investment?

If your club welcomes just 20 new flexible members in year one, each paying £400, here’s how the revenue looks:

• £80 of that is allocated to flexi points for use across the PlayMoreGolf network
• The remaining £320 goes to your club
• After a £72 commission, your net income is £248 per member
• Multiply that by 20 joiners, and your club retains £4,960 in the first year

But that’s not all. These new members often generate secondary spend at the bar, in the pro shop, or via additional rounds. Plus, by joining the PlayMoreGolf network, you open your doors to visiting flexible members who may not otherwise have played your course.

What Does a Profitable Flexible Membership Look Like Over Time?

When managed correctly, a flexible membership category becomes increasingly profitable year-on-year. Based on 20 new joiners annually and a 70% retention rate, here’s what the average profit looks like:

• Year 1: £4,529
• Year 2: £10,652
• Year 3: £17,492

That’s a three-year profit of £32,674, without needing to invest in your own marketing or back-office resources.

This data doesn’t include upgrades to full membership, extra spend from secondary services, or additional play from other network members—which means the true financial impact could be even greater.

Why Choose PlayMoreGolf?

Unlike traditional providers or DIY models, PlayMoreGolf offers more than just a platform. We actively manage your flexible category for you.

• Our marketing team runs continuous paid campaigns (funded by us)
• Our sales team follows up leads and converts them into members
• Our support team answers questions and handles all member issues
• Our operations team processes payments, renewals, and member updates

All of this helps you deliver a professional, seamless experience—while generating profitable flexible membership income in the background.

Ready to Grow Membership with Confidence?

Whether you’re launching a flexible membership for the first time or looking to improve your current approach, PlayMoreGolf is here to help. We work with clubs of all sizes to build scalable, profitable categories that attract a wider audience and offer genuine value.

Let us show you how a well-managed, profitable flexible membership can drive real, lasting revenue at your club—without the added pressure on your team.